“Soft is the new strong” reads the tagline of French cashmere manufacturer Eric Bompard’s new brand positioning, created by BETC Luxe.

The agency won the client after a pitch earlier in 2017 and now proudly presents its first campaign for the luxury brand.

The campaign consists of three stunning visuals, set to a Parisian backdrop and shot by photographer Clément Pascal. At the same time a film was produced, directed by Gobert et Degove (duo behind TV series The Returned), with a soundtrack signed KCPK.